Remember the days when the only analytics available for signage came from foot and automobile traffic data? How many eyeballs passed that sign in a given day? Did that translate into sales or contact of any kind with the brand? Who knew? It was always a spray and pray approach.
Today’s interactive digital signage blows that traffic data out of the water. Location and AI-related tech allows integrators to collect data and connect with potential consumers as they pass the sign, interact, and potentially access a set of touchpoints afterward. The days of guesswork on signage impact are long gone.
So how can you develop solutions using this newly data-rich digital signage environment? Let’s take a look.
Collecting the Data
LED signs using System on Chip (SoC) technologies are making it cheaper and easier for digital signs to function as data collection streams and become an interactive touchpoint with a brand.
Digging into the data around this interaction is driving interest in digital signage beyond wayfinding and splashing out a message hoping it gets seen by passers-by. Here are some of the ways data is being collected and how it can serve your business.
Facial recognition software can determine things like age-range and gender to deliver targeted messages as customers move through a retail space.
Location tracking and other data from the digital devices we carry around with us interact with digital signage to gather data and foster person to screen interaction.
Touchscreens become an even deeper data-point, as consumers explore products on offer, take in brand storytelling, and potentially make on the spot buying decisions.
AR and VR applications along with AI-gathered analytics, experiences and messages can be individualized for the consumer.
The data tools at your disposal are powerful. Understanding these tools and knowing how best to utilize them is just one more way you can add value to your digital signage. Let’s take a deeper look at how to use this data to create a better customer experience.
Working the Analytics
Here is the power you are wielding with digital signage with interactive features. These analytics tools will help you understand customer engagement so the right messages and calls to action get put in front of them. Based on the information gathered, messages can be targeted and tweaked so they are more effective and deliver better and more directly attributable ROI.
There is a lot you can do with these analytics. Understanding what is possible will help you craft the right set of digital signage tools to meet your needs. Here are a few ways analytics can be used in digital signage:
More relevant content. The better the data, the more relevant your messages and content can be.
Instant feedback. Response via purchase or direct interaction with a touch screen or response to a call to action, your clients will know what messages are working and what messages are falling flat.
Data gathered from assisted selling applications can help new retail workers get quickly up to speed on goods and services, and convert more sales.
Engagement. Analytics tools can look at engagement and track customer interest from outdoor signage, indoors, then in-store. From attention time at an outdoor sign to segmentation of message at an indoor totem, the right message at the right time can bring customers right into the store for messaging that is even more finely targeted.
Don’t forget the foot traffic. Sensors on doors can track movement into the store. As the store becomes busier, messages can be sent out on signage to alert shoppers to special offers.
Integration has never been more fascinating, as marketing, IT, and AV converge. Digital signage is a particularly vibrant example of this convergence. Understanding what is possible and delivering solutions for your business will give you a big leg up in the digital marketplace.
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